Objective:
The goal of this assignment is to select a poorly designed print advertisement, analyze its shortcomings, and then redesign it to improve its effectiveness. You will apply the principles of design, advertising strategy, and communication learned in class to create a more compelling and functional ad.
Assignment Breakdown:
- Ad Selection:
- Choose a print ad that has been identified in class as ineffective. It could be due to poor layout, unclear messaging, bad typography, or failure to engage its intended audience.
- Analysis:
- Write a brief analysis (150-250 words) explaining why the original ad fails. Consider aspects such as:
- Visual hierarchy
- Clarity of message
- Audience targeting
- Branding consistency
- Typography and color choices
- Write a brief analysis (150-250 words) explaining why the original ad fails. Consider aspects such as:
- Redesign:
- Create a redesigned version of the selected ad. Ensure that your new design addresses the weaknesses identified in your analysis and follows the principles of effective design and advertising. Your redesign should include:
- Improved layout and composition
- Clear, concise messaging
- Effective use of typography and color
- Consideration of the target audience and branding
- Create a redesigned version of the selected ad. Ensure that your new design addresses the weaknesses identified in your analysis and follows the principles of effective design and advertising. Your redesign should include:
- Rationale:
- Write a short rationale (150-200 words) explaining your design choices for the new ad. Discuss how your redesign solves the issues of the original and improves communication.
- Presentation:
- Present your analysis, redesigned ad, and rationale to the class. Be prepared to explain your thought process and how your design improves upon the original.
Submission Requirements:
- Original print ad (digital image or scanned copy)
- Analysis (150-200 words)
- Redesigned ad (high-resolution image)
- Rationale (150-200 words)
- In-class presentation (Google Slides or Powerpoint)
Submit: 1) a JPG / PDF in Dropbox folder and share rational / Analysis in comment
2) Bring a printed copy of your 8.5×11 redesigned print ad
Evaluation Criteria:
- Quality and depth of analysis
- Effectiveness of redesign in addressing original issues
- Application of design principles
- Creativity and clarity of the new ad
- Quality of the presentation
Due Date: Thursday 9/12
Good luck! This assignment will give you the opportunity to critically engage with real-world advertising and hone your skills as both a designer and strategic communicator.
Analysis:
The ad I chose to redo is for Peroni beer, an Italian brand with a history going back to 1846. Since 2016, it has been owned by the Asahi Group. Peroni aims to highlight its Italian roots, quality, and global reach. However, the adās design is confusing, appearing as if itās two different ads. When you cover the beer bottle, it looks more like a fashion ad. The first thing that stands out is the woman in the dress, not the beer itself. This is an issue because Peroni wants to grow internationally, and the tagline “Birra Beautifully” might not be clear to people who donāt speak Italian. On the positive side, the font choices are effective: a sans serif font is used for the title and a serif font for the body text, which makes the typography look clean and legible.
Rationale:
To redesign the ad, my main goal was to update the hero image with a more thoughtful picture that reflects diversity and to change the tagline for easier global understanding. I decided to keep the font similar to the original. One challenge I faced was finding a hero image that fit the brandās standards. I tried stock photos and AI generated images, but none matched the description. I also looked on Pinterest, but the images there were pixelated. After searching I created a few mockups. Some featured diverse groups holding beer bottles or glasses, but the layout didn’t feel right. So I simplified the design by changing the tagline to “Beauty in Every Pint.ā The final version turned out better because it clearly shows it’s a beer ad. I found an image of a beer bottle pouring into a glass, which added nice negative space at the top. I placed the logo/title in the center. Also, I decided to add the tagline under the logo/title. Where in original ad, the tagline was on the bottom right.